Jens Bringsjord
You're listening to Design Atlas Season four. Have you ever felt the need to redirect the trajectory of your life, whether prompted by personal realization, a desire to distance yourself from particular situations or environments, or inspired by the stories of others? The journey of self-discovery and transformation is a shared experience for designers and creatives alike. It's a continuous path of growth marked by a perpetual commitment to improvement, learning, and exploration.

Ambica Prakash
Design for good has always been sort of a part of my life.

Megan Luedke
That's Ambika Prakash, principal and creative director at 82 degrees Social impact Branding and design studio based in the vibrant city of Washington, D.C.. America's narrative is a captivating story that weaves through continents cultural intricacy and the ever evolving world of creativity. Originating from the bustling streets of New Delhi, India. Abacha's connection to a city that both vast and warm has undeniably shaped her unique perspective on the creative journey she's embarked on.

Megan Luedke
So what exactly is 82 degrees? Social impact and branding studio? It's not just a design hub, it's a multifaceted creative space. At 82 degrees, the belief is that smart social impact design is crucial for shedding light on critical issues. Together, they wield the power to sculpt a healthier, more equitable and just future for all. It's not just a studio, it's a movement.

Megan Luedke
Women lead and welcoming to all. Fostering an environment where everyone feels supported, respected and free to be themselves.

Jens Bringsjord
As an immigrant from India, America's love for art blossomed early on. Starting her career in advertising, she continued her education in visual communication in France and embarked on a journey to the United States. Ambika earned her master's in Fine arts and graphic design from Indiana University and before founding 82 degrees, she shared her knowledge as a graphic design educator at the University of Wisconsin Stout and American University.

Megan Luedke
Bringing together these rich experiences and diverse cultural influences, coupled with her unyielding passion for art, design and social justice, a design studio that strategically focuses on leveraging design for good. A testament to the transformative power of design.

Megan Luedke
America's professional journey didn't begin with founding an agency. Instead, she immersed herself in the advertising industry, dedicating over a decade to get to the position she holds today.

Ambica Prakash
As an former academic, and when I was in grad school, you know, my area of research was always focused on. I knew very early when I was finishing my first degree. I knew that this was not something I wanted to do right. I kind of knew right away that after having spent four years studying it in my fourth year, I was like, oh, I don't I don't want to be doing this.

Jens Bringsjord
And so Ambica had to make a clear choice early on to pursue something new. Even having dedicated so much of her time in an area she was curious about. But in the end wasn't embracing a life dedicated to the advertising industry.

Ambica Prakash
You know, when I finished graduate school and started teaching, it was part of my pedagogy is design and social impact and design for good, and really kind of like opening the doors and windows for my students to think about, like creative problem solving, to amplify causes versus you know, products. And so, I mean, of course, I'm using those words very loosely because I know, you know their products in the digital space as well.

Ambica Prakash
But, you know, just in general commercial versus, you know, cause and then, you know, I got to a point where I wanted to step away from teaching and I really started thinking about, you know, is this a viable career choice? You know, am I, you know, leading my students astray and saying, hey, you know, you can do this work, but can you actually sustain yourself doing this work?

Jens Bringsjord
Ambica found herself grappling with a dual dilemma. On one hand, she encouraged her students exploring the possibilities of making a positive impact through design in the realm of social good. She enthusiastically introduced them to the associated ideas and concepts. On the other hand, a lingering question persisted in her mind could a career in this specialized field be both rewarding and fulfilling, while also providing the lifestyle one desires?

Ambica Prakash
I started really to have like values alignment between like my personal values and my work values. I did not want to and I had like seen a lot of that growing up. I had seen a lot of that, you know, you know, in grad school, I'd seen that just talking to people that, you know, so many people really hated that work, you know, and we spent so much time working, and I didn't want to do that.

Ambica Prakash
I didn't want to be, like, really unhappy. and, you know, this is not like a perfect, rosy picture. Believe me, I have high days and low days, right? Like, let's just be real. but I it definitely it was about the values. And so, in 2010, when I had finished teaching and I started looking for a job, you know, we were in the midst of a recession and people weren't hiring, and I didn't really find a job that really aligned with what I wanted to do.

Ambica Prakash
And, and some people will like, you know, said to me, oh, you have a good portfolio. Why don't you think about working for yourself? And I don't know anything about working for myself. but, you know, I mean, long and short of it is, you know, I decided to take that plunge and started 82 degrees, to really do the social impact work that I wanted to do, to work with people and causes that I cared about.

Jens Bringsjord
12 years down the road, Ambika now calls Washington, D.C. home. She considers herself exceptionally fortunate to have curated a formidable team in her design studio, dedicated to the noble cause of promoting social good through design. Her diverse team now forms a dynamic network of passionate individuals, committed to advancing their collective mission and making an impact on a social, societal, and environmental level.

Ambica Prakash
And you know, I will say that our move, you know, based in Washington, D.C., and, the move to D.C. was intentional. You know, it was the D.C. is a place where obviously, you know, it's the government hotbed. there's a lot of, you know, non-profits that have offices here. There's a lot of policy work that goes on.

Ambica Prakash
So, you know, we knew that. I knew that, you know, coming to D.C. would be a good place coming to D.C.. When I finished teaching at American University and started thinking about getting a job, one, I didn't have that that that much work in my portfolio because I was trying to build my students work. Right. So there's that.

Ambica Prakash
So it took me a while to start doing some work to build my portfolio, whether it was like pro bono work, volunteering, sitting on boards, you know, and all of that, to kind of give back and sort of help different organizations. I did that. And then I started really first doing, in a way, informational interviews and just started talking to people because there were a few different avenues.

Ambica Prakash
One, I could have gone and got a job. at an agency, a studio that did this type of work. I could have gone in-house where I could have got a job at a nonprofit, being an in-house designer, and then the I guess the other option was, you know, starting something of my own. And when I decided that I was going to do that, I mean, I just started meeting people, going to a happy hour or just going to, you know, like asking this cousin who knew that person, who knew that person to, you know, make a connection.

Ambica Prakash
So and and, you know, I will say that way, I was fortunate that people were willing to meet, you know, to meet me, to talk with me, to see the work. And, and, you know, it was it was one client, one project that, you know, I was like, okay, it's not going to pay my bills by any means.

Ambica Prakash
You know, I don't even remember. I think I may have been like $1000 or $500 for the first project. Right. And but it was like, oh, I got a project, you know, like, so it started with that. And then it just, you know, I just, you know, kept grounded.

Megan Luedke
Because the Design Studio experienced growth, she recognizes the importance of collaboration in realizing her vision of creating social impact through design. Working with collaborators became a cornerstone of her approach, as she actively sought out diverse talents to enrich the creative landscape. Amica fostered an environment that welcomed fresh perspectives and ideas, nurturing a collaborative spirit within her team.

Megan Luedke
This inclusive ethos allowed her studio to tap into a wealth of creativity and expertise, enabling them to tackle complex projects with innovative solutions through strategic partnerships and a commitment to shared goals. because collaboration driven approach not only contributed to the studio's success, but also strengthened its capacity to affect meaningful change in the world through design.

Ambica Prakash
You know, started working with collaborators, which allowed me to be nimble but still produce really good work and get to know a lot more people in the community. So that was that was, you know, a plus of doing that is just making connections and working with really talented people. you know, because people are way more talented with me and just, you know, finding opportunities to, you know, see how we could collaborate to, you know, serve a particular client.

Megan Luedke
Eight years into establishing her own design studio, Booker achieved a significant milestone by hiring her first team member. This pivotal moment, a new chapter in the evolution of her studio signaling growth and expansion. The decision to bring a team member on board reflected America's vision for scaling creative endeavors and fostering a collaborative environment. With the strategic additions, she laid the foundation for a team oriented approach, setting the stage for further accomplishments and a collective success in the years to come.

Ambica Prakash
That's when I was like, okay, it's you know, you start crunching the numbers and you start thinking about how are we serving clients? Because when you're working with freelancers all the time, which we still work with freelancers and collaborators, is that you don't have that consistency. And then I also grew a little bit in my own leadership and vision that I really wanted to build.

Ambica Prakash
you know, a small get my studio off with, you know, with a strong team of designers and, collaborators and project managers that worked together, you know, that I was liking being going to work. Are the other people that I can facilitate this opportunity. If not, you know, old days are going to be perfect. But for the most part, can you love what you're doing?

Megan Luedke
Noting not only the growth of her studio, but also a personal evolution in leadership and vision, her initial ambition to establish a small studio with a robust team of designers, collaborators and project managers has materialized and exceeded her expectations. The gratification she has found in her work has been grounded in the harmonious collaboration within her talented team. When Ambika embarked on the journey of naming her design studio, she sought after a name that encapsulated the essence of her creative vision and the collaborative warmth.

Megan Luedke
After careful consideration, she settled on 82 degrees. The name wasn't just a random choice. It held significance beyond its numerical value.

Ambica Prakash
And so I knew it wasn't going to be my name. First of all, nobody can pronounce my name anyway, so that would have been bad, but it would have been a bad choice. But, but anyway, so I think, you know, for us, we, we started thinking about and, you know, my husband and I started the studio together and we started brainstorming ideas, and we were so fixated on the weather, we came up with so many names, that were weather related, but, 82 degrees just seemed like the perfect temperature, for us.

Ambica Prakash
And sometimes we like to say that we like to turn up the heat on our clients and challenging them, the challenging the status quo and, you know, really pushing them to try new things all, all to kind of go back to their mission, vision and audience. the.

Jens Bringsjord
Clients Umberger collaborates with and the work undertaken within her studio encompasses a realm of social impact, branding and design. The focus lies on partnering with mission driven organizations, cause oriented entities, educational institutions, museums, and companies dedicated to making a positive impact. The vetting process for clients is guided by core issues, areas outlined in the studio's website, ensuring alignment with the values and objectives that define their impactful and purposeful driven initiatives.

Ambica Prakash
The kind of loose. It's a very loose guide, but it keeps us, focused on the kinds of issues that we want to work on. So, you know, you were talking, I think, earlier about, you know, this particular podcast is focusing on environmental issues and environmental challenges, which is definitely one of our buckets, as I call them, off work.

Ambica Prakash
we have, for that worked with, you know, the, the DC government and the D.C. Department of Energy and Environment. we've worked with, the Smithsonian's Anacostia museum, and, there's a project, around women, environmentalism and justice. And so, you know, there's, you know, that kind of project and there's also this Agents of Change project, which is about cultivating diverse leadership in environmental justice and, you know, amplifying voices that are marginalized.

Ambica Prakash
those are, you know, some projects that come to mind sort of in the environmental space. But, you know, we've also been doing a lot of work around, food justice, hunger and equity, with the capital area food bank is, you know, a pretty large food bank here that, we've been working with for quite a few years.

Ambica Prakash
In fact, last week when our team was together, we finally got. We've been wanting to do this for a long time, but we finally did it as we went as a team and volunteered. so it was nice to, you know, actually be while we do a lot of the visual branding work and storytelling, work that we've done in the warehouse, actually to be a volunteer and just do the work and learn about it in a different way was I think, really, the really empowering for us, you know, as a teen and educational, and it also, I think for me and I hope it was for my team as well, like

Ambica Prakash
connected us even more to the work, you know, so so we work with them, we work with, a couple of museums in DC. We've worked to, you know, with the National Museum of African American History and Culture. We were fortunate to do their, grand opening campaign, but have also worked on other campaigns for them, to, you know, advance the mission and vision of the museum.

Ambica Prakash
We also work with the museum called Planet Word. that is, you know, about language and words and the power of that and helping them sort of develop their brand voice.

Jens Bringsjord
In the realm of learning and leadership, we can see that Umberger holds a special key strength. Being a dedicated learner, the enthusiasm of delving into diverse issues has become a hallmark of her leadership approach over the years. This commitment to continuous learning has fostered lasting relationships with certain clients. The enduring nature of these collaborations has provided a unique vantage point to gauge the impact and progress made on the relevant issues.

Jens Bringsjord
It's through these sustained partnerships that the studio can discern the tangible shifts and contributions toward influencing positive change in the areas they engage with.

Ambica Prakash
We look at our clients as partners in this process, and they are totally the experts right in the work that they're doing. We cannot come in and, you know, be like, well, let us tell you how to do, you know, run your programs, right? So that's not our place. So I think it's about recognizing where we fit in that journey in, in that sort of, and in the work, asking questions, being curious and challenging the status quo and pushing them a little bit, keeping in mind the goals and objectives and making sure if they're, you know, identifying clearly, you know, who the audiences.

Megan Luedke
As we mentioned earlier, Booker holds a central approach to her work to deconstruct complex concepts for her clients in a manner akin to the methodology with students. While the context differs, similar techniques are employed with the overarching goal of empowering clients. The intent is for clients to feel not only informed, but also empowered in the decisions they make and the collaborative contributions brought to the table.

Megan Luedke
This emphasis on demystifying intricacies reflects on commitment to fostering a sense of agency and understanding, both in educational settings and professional collaborations.

Ambica Prakash
They don't have to blindly believe in what we're doing, but at the same time, they need to know what has been the trajectory. What if we research? What have we tried? What is the solution, and why do we think that this is a good solution? Right. And so I think that that is part of what I do is try to educate our clients, and, and earn their trust so that they feel safe and they feel challenged in, in a safe way, in a safe space, in a safe way, so that we're all sort of working together to shift the needle on these causes that we're working on.

Ambica Prakash
Because at the end of the day, it's not about working against one another, because then you're just like, it's it's counterproductive. It's counterproductive.

Jens Bringsjord
Evolving into an advocate and change maker has emerged as a transformative journey for America. Initially grappling with the abstract concept, the process has transpired into not only scratching the surface, but diving deeper and unraveling layers of understanding. This pivotal exploration has prompted a shift from a stance rooted in critique and criticism to one characterized by advocacy and driving change.

Jens Bringsjord
because actively embraces the responsibilities and opportunities inherent in becoming a change maker.

Ambica Prakash
But really, to me, it became like, what am I doing about this? And I think that that is where I think if you're, you know, really kind of using the word catalyst. I think that is what led me to start the studio. I think for me, in creatives, like all the professionals in my opinion, need to really think about whether they're part of the problem or they're part of the solution.

Jens Bringsjord
As Ambica passionately shared, the essence lies in contributing to a more positive world with a tangible impact. It boils down to a straightforward concept the significance of the work 82 degrees engages in, and the imprint it leaves on the world. Umberger urges reflection on the nature of one's profession, especially if it involves promoting fossil fuels, contributing to deforestation, or marginalizing vulnerable populations.

Jens Bringsjord
She emphasizes the responsibility of considering the legacy left behind for future generations. In her perspective, creative process a unique role as idea generators, solution creators, and out of the box thinkers. Their capacity to think differently and bring diverse perspectives to the table positions them to be pivotal contributors to positive change.

Ambica Prakash
And I think that that's how we can be contributing to have a better positive impact. And with the work that we do to create a better planet, to protect our planet and to protect the people, it's not always easy for sure. but at the same time, I personally feel for me, it has been rewarding.

Megan Luedke
The stark reality, though, that Ambica highlights is not everyone has the opportunity or privilege to exclusively pursue jobs promoting sustainability. The acknowledgment of this disparity underscores a broader societal challenge. The conversation delves into a recognition that not everyone can disconnect from roles that may not align with sustainability goals, Umberger shows gratitude each day for having found and committed to such a purpose driven path.

Megan Luedke
However, a crucial caveat is offered a reminder to be mindful of the privilege associated with this choice. The acknowledgment serves as a call to keep such privilege in check, recognizing that for some individuals, the decision between earning a livelihood and aligning with personal values may not be as straightforward.

Ambica Prakash
So I want to make sure that I'm also, clear and and transparent that, you know, while I have chosen this path, I, I understand that it's not for everyone. And that's why, you know, and I said earlier, no judgment. I really, genuinely mean that because there are definitely designers that you know, may not be in that position.

Ambica Prakash
But at the same time, I think there are ways that we can still be contributing to these issues. I mean, obviously, if all our clients had in-house, it has to creative teams, we would be out of business. So, but I am also of the mindset that there's plenty of work, out there and plenty of clients whose courses we could impact.

Jens Bringsjord
The commitment to a sustainable and impactful design ethos is a personal choice. If there's one thing you take away from this episode, it should be this there is whole room for impact, even beyond the realm of in-house creative teams. Aim to use your creative skills as a call to action to explore and embrace diverse opportunities that support topics within societal and environmental initiatives, making a positive difference throughout a world that is so desperately in need of our help.